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Title
Abstract
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Hypotheses Testing H1: TV Home Shopper Segments
Discussion and Implications
References
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Business and Management
Marketing

Benefit segmentation of TV home shoppers

Profile image of Vertica BhardwajVertica Bhardwaj

2011, International Journal of …

https://doi.org/10.1108/09590551111104459
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18 pages

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Abstract
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This research investigates the benefit segmentation of TV home shoppers, aimed at understanding the differing motivations and profiles of consumers engaging with TV shopping networks. By identifying distinct consumer segments such as convenience seekers, uniqueness seekers, product-oriented shoppers, and apathetic shoppers, the study highlights the varied benefits sought from the shopping medium. Implications for targeted marketing strategies and deeper consumer insights are discussed.

Figures (6)
Consumers also perceive that merchandise sold through TV shopping channels has lower prices than merchandise of traditional retailers (Alcafiiz et al, 2004; McDonald 1995). Although some financial risks due to the difficulty in comparing prices have been noticed (Kim and Lennon, 2000), consumers still perceive lower prices as one of the major benefits that they seek from TV shopping. Attractive product promotions (e.g. promotional prices with limited time offer, free trial products) or free shipping may further enhance shoppers’ attitudes toward the price benefit.
Consumers also perceive that merchandise sold through TV shopping channels has lower prices than merchandise of traditional retailers (Alcafiiz et al, 2004; McDonald 1995). Although some financial risks due to the difficulty in comparing prices have been noticed (Kim and Lennon, 2000), consumers still perceive lower prices as one of the major benefits that they seek from TV shopping. Attractive product promotions (e.g. promotional prices with limited time offer, free trial products) or free shipping may further enhance shoppers’ attitudes toward the price benefit.
Note: “Because there were only two items for these constructs, simple correlation coefficient was performed instead of Cronbach’s alpha
Note: “Because there were only two items for these constructs, simple correlation coefficient was performed instead of Cronbach’s alpha
Re EE, SNR ae NOt Ae Tn EA EOS AEA TN Oe RRND Senne NNeme Meee ST ee ete eee Cluster 1, convenience seekers, accounting for 36 percent of the respondents, were distinguished from other groups by their higher convenience benefit seeking. They demonstrated the second highest score on right purchase benefit. Cluster 2, uniqueness
Re EE, SNR ae NOt Ae Tn EA EOS AEA TN Oe RRND Senne NNeme Meee ST ee ete eee Cluster 1, convenience seekers, accounting for 36 percent of the respondents, were distinguished from other groups by their higher convenience benefit seeking. They demonstrated the second highest score on right purchase benefit. Cluster 2, uniqueness
stes: “p < 0.01 and **p < 0.001; values given in parentheses are calculated in percentage
stes: “p < 0.01 and **p < 0.001; values given in parentheses are calculated in percentage
Post hoc tests using Tukey procedure further investigated differences between segments (Table V). Convenience seekers and uniqueness seekers showed the highest tendency in time consciousness, with product-oriented shoppers displaying the lowest tendency. product-oriented shoppers were most price-conscious among all segments. Regarding attitudinal outcomes, convenience seekers and product-oriented shoppers were most satisfied with TV shopping, whereas apathetic shoppers were least satisfied. Convenience seekers also displayed the highest repurchase intention, while apathetic shoppers displayed the lowest repurchase intention.
Post hoc tests using Tukey procedure further investigated differences between segments (Table V). Convenience seekers and uniqueness seekers showed the highest tendency in time consciousness, with product-oriented shoppers displaying the lowest tendency. product-oriented shoppers were most price-conscious among all segments. Regarding attitudinal outcomes, convenience seekers and product-oriented shoppers were most satisfied with TV shopping, whereas apathetic shoppers were least satisfied. Convenience seekers also displayed the highest repurchase intention, while apathetic shoppers displayed the lowest repurchase intention.

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  64. Vertica Bhardwaj is Lecturer in the Division of Textiles & Sciences at University of Texas at Austin, Texas in the USA. Her research focuses on brand management, consumer behavior, consumer ethics and social responsibility in the purchase of counterfeit brands, and value shopping. Youn-Kyung Kim, PhD is a Professor at the University of Tennessee, Knoxville, Tennessee, USA. She published a book, Experiential Retailing: Concepts and Strategies That Sell and articles in Journal of Business Research, Journal of Advertising Research, Psychology & Marketing, Journal of Retailing and Consumer Services, Journal of Shopping Center Research, European Journal of Marketing, International Journal of Retail & Distribution Management, and Journal of Marketing Channels. Youn-Kyung Kim is the corresponding author and can be contacted at: ykim13@utk.edu To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints

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